Effects of service experience attributes on customer attitudes and behaviours: the case of New Zealand café industry

This study examines major café experience attributes and their impacts on customers’ attitudinal and behavioural outcomes in the New Zealand café industry. Based on an extended model of the consumption system approach, a set of hypotheses were developed and tested using hierarchical multiple regression. Using a sample of 205 respondents, the study found that service quality is the strongest predictor of all outcome variables (i.e., value for money, customer satisfaction, and customer loyalty intentions) which were predicted by either tangible or intangible café experience attributes. Both practical and theoretical implications of the findings are provided.